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영문기획 부문 SAMSUNG MP3P
제 27 회 제일기획 광고대상
Video Clip
Fantastic Four:Fantastic Four:Seung Hye Yim, Jiwon Yim, Hyeongjin Choi, and Minah Lee
Touchdown!Touchdown!
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CONTENTS Market Analysis
SituationCompetitiveProduct Apple’s mistake
Who are our potential consumers?
SWOT
Marketing Strategy Basic Strategic PlanOur Goal FGI 1Annual TV RatingsCore Strategy – TouchdownConvergence
Creative StrategyPromotion 1- InternetViral MarketingPromotion 2- Internet PollFGI 2Promotion 3 – Magazine Promotion 4 – SponsorshipPromotion 5 – Packaging Promotion 6 – Outdoor advertisingPromotional Schedule
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Market Analysis Marketing Strategy Creative Strategy
Apple Annual Ad Expenditure
0 200 400
2003
2004
2005Y
ear
$ Million
Apple adexpenditure
strategy
2005 Market Share
NPD Group (2005)
Creative Labs
36%
17%10%
9%
7%
5%
5%4%4%3% Apple
Creative LabsiRiverSandiskSamsungSonic BlueRCASonyHPDell
AppleApple
SamsungSamsung
Ad Expenditure Share
73.90%
4.80%
3.30%
3.20%
3.10%AppleiRiver
SamsungSandisk
Samsung : Samsung : 44thth place placeGap with iPOD: Gap with iPOD: 70%70%
Situation Analysis
Market Analysis
Beyen International ©TWICE 2005
Beyen International ©TWICE 2005
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Market Analysis Marketing Strategy Creative Strategy
MAIN COMPETITOR
Why Apple?Why Apple?
Market Analysis
Competitive Analysis
Apple: iPod iRiver Cowon: iAUDiO
◦ Started in Dec. 2001 ◦ Started in July. 2000 ◦ Started in 1995
◦ Market share of 74% in America (HDD: 92%)
◦ Rank 1st, 2nd in the world as a flash memory type
◦ Distributed around the world: US, Japan, China, Indonesia and Europe
◦ Market share of 52% in the world.
◦ Rank 1st in South Korea ◦ 17 different MP3Ps
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Market Analysis Marketing Strategy Creative Strategy
Apple vs. Samsung
APPLE IS OUR COMPETITONAPPLE IS OUR COMPETITON
SAMSUNGSAMSUNG
Large corporation
Manufactures other products other than MP3P
Rank 1st in South Korean electronics market
APPLEAPPLE
Large corporation
Manufactures other products other than MP3P
Rank 1st in American MP3 market
Market Analysis
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Market Analysis Marketing Strategy Creative Strategy
Headphone Jack
Color, Backlit Screen
Click Wheel
Dock Connector
Hold Switch
Digital Camera
REC
MIC
Speakers
Product Analysis
4 extra functions in Samsung’s D1 MP3 player4 extra functions in Samsung’s D1 MP3 player
Market Analysis
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Market Analysis Marketing Strategy Creative Strategy
Samsung’s Problem
Apple
Samsung
0102030405060708090
100
Awareness Preference Consideration Purchasing
intention
BUTBUT
WRONG WRONG impressions ofimpressions of SamsungSamsung
There are various aspects ofThere are various aspects ofSamsung MP3Ps that Samsung MP3Ps that AmericanAmerican
consumers do not know consumers do not know
Market Analysis
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Market Analysis Marketing Strategy Creative Strategy
Apple’s mistake: Bad aiming
Original target was 15-24 age group..
but the largest percentage of iPod users were…
45+ age group with 21%while main target 15-24 age group only 13%
Target: 15-50 age groupTarget: 15-50 age group
Our targets overlap but we will aim younger and wider
Market Analysis
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Market Analysis Marketing Strategy Creative Strategy
Forrester’s technographics segmentation
Attitude Income
Primary motivation
Career Family Entertainment
Optimists
High Fast forwards New age nurturers
MousePotatoes
Low Techno-strivers
Digital hopefuls Gadget grabbers
Pessimists
High Hand-shakers Traditionalists Media junkies
Low Sidelined citizensSource: Forrester’s Research
Who are our potential consumers?
Market Analysis
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Market Analysis Marketing Strategy Creative Strategy
Who are our potential consumers?
Likelihood of Switching to iPod in Next Purchase
(Among Cell phone users living in internet HHs age 15 to 50)
21.3
12.1
4.9
25.9
16.1
11.3
6.4
0
5
10
15
20
25
30
Definitelywill not
2 3 Neutral(4)
5 6 Definitelywill switch
(7)64.2% of non-iPod users from ages 15-50 can be our target
Market Analysis
© 2005 Arbitron Inc./Edison Media Research
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Market Analysis Marketing Strategy Creative Strategy
Samsung MP3P-D1 SWOT Analysis
S ▪ Various Functions and Designs ▪ Easily Portable ▪ Samsung’s increasing brand value ▪ No need to have one specific program
W ▪ Not competitive in design ▪ Small memory due to the flash memory ▪ Low recognition with the brand name ▪ High price
O ▪ Samsung becoming more trustworthy ▪ First to produce MP3P ▪ 60% of non-ipod users are likely to switch their MP3P to other brand ▪ More people buy and use digital cameras ▪ Overall MP3P market is increasing
T ▪ People prefer HDD type of MP3P ▪ Too strong competitor - apple ▪ Fighting in the red ocean with many other competitors ▪ Too little ad expenditure compared to the leader, apple
Market Analysis
Samsung’s Strategy:Samsung’s Strategy: Only focus on Only focus on
SStrengths andtrengths and OOpportunities pportunities
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Market Analysis Marketing Strategy Creative Strategy
O T
S
• Emphasize features• Samsung’s brand value• Mp3 market is growing• Head to head with apple
Aggressive marketing strategy
• Because of apple’s power,
emphasize the product only
Defensive strategy
W• Not being able to compete with the product popularity,
Differentiate price or functions. Look for niche market
Try new product
Marketing Strategy
Samsung MP3P-D1 SWOT Analysis
SWOT-based Strategy
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Market Analysis Marketing Strategy Creative Strategy
Our Goal
SHORT TERM: Become a threatening second place and
increase M/S from 4% to 10% within 6 months
and 10% to 20% within the next year
LONG TERM: After maintaining 2nd place, become the leader of the market
Marketing Strategy
Therefore…Therefore…
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Market Analysis Marketing Strategy Creative Strategy
Beat ipod Beat ipod
Marketing Strategy
Increase awareness and familiarity
HOW?
Our Goal
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Market Analysis Marketing Strategy Creative Strategy
Focus Group Interview I
• When : 2006. 1. 15-20, 5~8pm• Moderators : Fantastic Four• Panels : 3 High school students, 3 college students,
and 3 business men/women 3 Parents
Focus Group Interview
High school students:“It’s the main topic of our conversations. We care about the popular jocks and the cheerleaders.”
College students: “It’s the event of the year that everyone wants to be a part of.”
ObjectiveObjective : To find out our targets’ leisure activity : To find out our targets’ leisure activity
Marketing Strategy
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Market Analysis Marketing Strategy Creative Strategy
Focus Group Interview I
Business Men/ Women:“It’s a reason for our friends and families to get together.We all have something in common.It brings back memories of high school and college.”
Parents:“We love football because it’s the first sport our children participated in.”
• When : 2006. 1. 15-20, 5~8pm• Moderators : Fantastic Four• Panels : 3 High school students, 3 college students,
and 3 business men/women and 3 parents
Focus Group Interview
ObjectiveObjective : To find out our targets’ leisure activity : To find out our targets’ leisure activity
ConclusionConclusion : The popularity of : The popularity of FOOTBALLFOOTBALL
Marketing Strategy
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Market Analysis Marketing Strategy Creative Strategy
Looking at annual TV ratings…
Rank Program Name Net
Household
Total ViewersRating/Share Audience
1AMERICAN IDOL-
TUESDAYFOX 19.3/28 21,302,000 35,530,000
2AMERICAN IDOL-
WEDNESDAYFOX 17.8/27 19,565,000 31,647,000
3 CSI CBS 15.9/24 17,508,000 25,573,000
4DESPERATE
HOUSEWIVESABC 14.7/21 16,190,000 23,649,000
5 WITHOUT A TRACE CBS 12.5/20 13,736,000 18,996,000
6 CSI: MIAMI CBS 11.9/19 13,121,000 18,090,000
7DANCING WITH THE
STARSABC 11.7/18 12,846,000 17,883,000
8 GREY'S ANATOMY ABC 11.6/18 12,784,000 17,897,000
9SKATING WITH
CELEBRITIESFOX 11.2/16 12,315,000 18,740,000
10 SURVIVOR: GUATEMALA CBS 10.9/17 11,979,000 18,303,000
Top 20 Network Primetime Series - Total Households2005 - 2006 Season Through 01/22/06
© 2005 Nielsen Media Research, Inc.
Proves the popularity of Proves the popularity of American FootballAmerican Football
Year Network
Rating Share
2005 FOX 41.1 62
2004 CBS 41.3 63
2003 ABC 40.7 61
2002 FOX 40.4 61
2001 CBS 40.4 61
2000 ABC 43.2 62
1999 FOX 40.2 61
1998 NBC 44.5 67
1997 FOX 43.3 65
1996 NBC 46.1 72
Super bowl TV Ratings
Marketing Strategy
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Market Analysis Marketing Strategy Creative Strategy
Core Strategy
Use FOOTBALL to attractAmerican consumers
Marketing Strategy
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Market Analysis Marketing Strategy Creative Strategy
Music
GamesUSBStorage
Then
Marketing Strategy
Standard MP3 Player
Compared to the past Compared to the past consumer’s demands are more complex consumer’s demands are more complex
Core Strategy
Convergence of Products
Music
Games
VoiceRecording
FM/AM RadioRecording
Built- inSpeakers
USBStorage
DigitalCamera Samsung
D1ConvergenceConvergence
Now
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Market Analysis Marketing Strategy Creative Strategy
MP3P & Touchdown
Unlike Apple, we will use sports to appeal to the consumersUnlike Apple, we will use sports to appeal to the consumers
Music Football Field
Digital Camera Quarterback
Increase Market Share Make the Touchdown
Product Design Shape of football
Marketing Strategy
6 New Functions 6 Points in a Touchdown
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Market Analysis Marketing Strategy Creative Strategy
TOUCHDOWN !!!
In other words…
Creative Strategy
Head to head
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Market Analysis Marketing Strategy Creative Strategy
Promotion 1- Internet (All-year/ Pre-Season)
We need to We need to change the website!change the website!
WHY?WHY?
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Sales Ratio Distribution Channel
60.1%
29.8%
4.7%4.3%
1.2% Online
Wholesale stores
Retail stores
Discount stores
Department stores
Majority of the people buy MP3 players Majority of the people buy MP3 players on the INTERNETon the INTERNET
Promotion 1- Internet (All-year/ Pre-Season)
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Viral Marketing
Word-of-Mouth
Buzz Marketing
Viral Marketing
Like a contagious virus,the message disseminates itselfthrough the internet
This causes an explosive marketing effect to a wide range of modern day technographics
Promotion 1- Internet (Viral Marketing)
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
- Low cost
- Convenient, low-energy consuming
- Free and timeless access
to world-wide target
- Credible, more believable
- Rapid and fast
Pros of viral marketing
Creative Strategy
Promotion 1- Internet (Viral Marketing)
Viral Marketing
Word-of-Mouth
Buzz Marketing
Viral Marketing
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Market Analysis Marketing Strategy Creative Strategy
Target Group Identification – among internet users
Solidarity
MavenAppreciator
Taste-Maker Value Sharing
Information/ Knowledge Emulating
Trendy / Cool Self-promoting
Specialty/ Passion Educating
Creative Strategy
Promotion 1- Internet (Viral Marketing)
Using Viral marketing to appeal to the Solidarity groupUsing Viral marketing to appeal to the Solidarity group
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Market Analysis Marketing Strategy Creative Strategy
Solidarity
• Sharing experiences with products,
brands and social values they imply
• Social values form around a certain brand
• See the brand as a symbol of values
and gather to celebrate a shared sense
• Social values matter most,
not technical performance
SMA
TM
Creative Strategy
Promotion 1- Internet (Viral Marketing)
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Market Analysis Marketing Strategy Creative Strategy
Solidarity
• Weight Watchers : Value of discipline, good health
• Apple : Brand of liberation
• Saab : Moral responsibility
Transportation Culture Campaign,
Driving Safety
• Harley-Davidson : Harley culture
SMA
TM
Creative Strategy
Promotion 1- Internet (Viral Marketing)
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Market Analysis Marketing Strategy Creative Strategy
Focus Group Interview II
• When : 2006. 1. 15-20, 5~8pm• Moderators : Fantastic Four• Panels : 3 High school students, 3 college students,
and 3 business men/women and 3 parents
Focus Group Interview
Focus Group Interview
Objective : Who is your favorite football player?
24%
38%
26%
12%
Hines WardTom BradyRay Lewis Terrell Owens
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Promotion 2- Internet (Mid-Season)
Annual poll for the Favorite Football Athlete of the Yearat the Samsung MP3 player website
For example:
We can also promote our Samsung MP3 player website We can also promote our Samsung MP3 player website
Vote for your favorite NFL athlete:
Hines Ward Ray Lewis Terrell Owens Tom Brady
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Solidarity
MavenAppreciator
Taste-Maker Value Sharing
Information/ Knowledge Emulating
Trendy / Cool Self-promoting
Specialty/ Passion Educating
Promotion 3- Magazine (All-year)
Target Group Identification – among internet users
Use specialized magazines to attract all ages of football MavensUse specialized magazines to attract all ages of football Mavens
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Market Analysis Marketing Strategy Creative Strategy
Promotion 3- Magazine (All-year)
Concentrated advertising in sports magazinesand distributed advertising in general magazines
Magazines are most cost-efficientMagazines are most cost-efficientwith high consumer reach with high consumer reach
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Promotion 4- Sponsorship
Be the main sponsorBe the main sponsorof the Super Bowlof the Super Bowl
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Promotion 4- Sponsorship (During the games)
Every time a touchdown is made Every time a touchdown is made Samsung logos and D1 flashSamsung logos and D1 flash
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Promotion 5- Packaging
Compared to iPod, the packaging is not appealing Compared to iPod, the packaging is not appealing
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Promotion 5- Packaging & MVP Limited Edition
All year packaging simulation
For the post-season of
the 40th Super Bowl in 2006 (2006 February- April)
Use this season’s MVP player’s autographed football
(HINES WARD)
This promotion is specifically for This promotion is specifically for the post Super Bowl seasonthe post Super Bowl season
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Promotion 6- Outdoor Advertising (All-year)
Why Outdoor Advertising?Why Outdoor Advertising? ▪ Cost-EfficientCost-Efficient ▪ Wide Range of Reach Wide Range of Reach ▪ High FrequencyHigh Frequency ▪ Long ExposureLong Exposure
Creative Strategy
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Market Analysis Marketing Strategy Creative Strategy
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Promotional SchedulePromotional Schedule
Internet Promotion
Magazine Promotion
On-line Poll
Super Bowl Sponsor
Limited Edition
Outdoor Advertising
Creative Strategy
Promotion Time Plan
Thank You